myOptician Brand Book
myOptician Brand Visual identity elements have been enhanced and organized into these guidelines to maintain and strengthen the desired perception for the myOptician brand. The look-and-feel of the myOptician corporate identity – including the logo, color palette, typography, imagery, and graphic style – were streamlined and best practices were documented to convey the company’s culture, personality, and core brand values. Please use these guidelines when creating myOptician communications to achieve a high level of consistency. Anyone who represents myOptician should work hard to ensure the integrity of the myOptician brand in all branded materials. These visual identity guidelines represent an opportunity to establish and extend equity for the myOptician brand. Communications created based on these guidelines will help ensure that partners and clients will perceive myOptician as a leading eye healthcare provider.
myOptician Logo
myOptician Logo myOptician Logo is a very valuable asset. Use the Logo on all myOptician print- and screenbased applications (including publications, marketing and promotional materials, Power Point presentations, Web sites, event materials, advertising, plaques, and flyers etc.) that are large enough to allow for the Logo to appear at least at its minimum size. Logo images can be downloaded at www.myopticiannyc.com/brand. Careful and comprehensive use of the myOptician Logo will • Give myOptician a consistent visual identity; • Ensure that myOptician promotions, services, events, and print and electronic materials will be immediately identified with myOptician; • Enhance the myOptician name and reputation of eye care excellence and help introduce myOptician to potential customers; • Enhance the credibility of publications, events and activities; • Protect the myOptician name and brand from trademark infringement.
Use of the myOptician Logo by entities other than the myOptician is prohibited without the express written permission of myOptician.
myOptician Logo myOptician Logo variations Logo variations help create unique, flexible, recognizable and memorable brand identity and support the philosophy of the myOptician.
Social Networking logo To be used as profile image on social networking accounts.
One color logo
myOptician Logo Logo Background When there is unavoidable need for different color or mixed background, please follow few simple rules: use inverted version if there is a need for a dark background, do not use other than myOptician grey as inverted logo background, do not rotate the logo, do not use shadows, bevel or emboss on the logo, do not put logo on dark mixed backgrounds, do not distort the logo and do not use any parts of the logo separately, except for social networking version.
myOptician Colors
myOptician Colors Primary Colors Using the myOptician Brand correctly and consistently is essential to maintaining brand equity. Colors play an important role in representing the myOptician brand. Use myOptician primary colors on all myOptician communications. When used consistently over time, these colors will become directly associated with myOptician. How to use Primary Colors All myOptician communications should be composed using the primary colors. myOptician grey gradient must be used as a background color in most cases. The predominant color should always be the myOptician dark grey. Consistent use of these colors will contribute to the harmonious look-and-feel of the myOptician brand across all relevant media platforms and add to the brand equity.
myOptician dark grey CMYK
(72, 56, 46, 24)
myOptician blue CMYK
(70, 31, 17, 0)
myOptician background grey Radial Gradient
Gradient color 1
Gradient color 2
Gradient color 1 Gradient color 2
myOptician Colors Expanded Color Palette An expanded color family, consisting of a range of bright and dark colors, has been developed to bring myOptician’s personality to life as a vibrant and forward-thinking company. This palette allows for flexibility in brand communications where sub-brand, cultural, or product distinction is warranted. Use the expanded color palette across sub-brands and as accent colors for organization’s communications.
CMYK
(0, 0, 0, 70)
(0, 0, 0, 90)
(30, 0, 10, 0)
(100, 36, 0, 0)
(100, 85, 85, 25)
Primary Color and Expanded Color Palette Shares To insure right look and feel for any piece of visual communication, please use following diagram explaining maximum percentages in which colors could appear on the page or layout.
myOptician Typography
myOptician Typography Primary Typeface Typography can work together with other design elements to make communications more readable, consistent, and visually appealing. myOptician typefaces have been chosen with these purposes in mind and because of their adaptability to a range of materials. Futura is the approved primary sans serif typeface and should be used predominantly in headlines on all print and web applications. This typeface is available in many weights and styles that are essential to create distinction across all communications. Futura’s open, uniform, and modern design ensures great legibility without being static and formal. For internal documents created in Microsoft Office applications, or for instances where Futura is not available, alternative sans serif typefaces have been chosen.
Aa
Futura Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {(),.:;?/!$#@} 0123456789
Paragraph Text: Din
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {(),.:;?/!$#@} 0123456789
Alternative Typefaces Screen-based applications, Web sites, or internal documents, require alternate typefaces that are generally available throughout the organization and work across platforms. Century Gothic is one of the common fonts in the World Wide Web. For this same reason, as well as because of its resemblance to the primary myOptician sans serif typeface (Futura), Century Gothic has been selected as the myOptician font to be used on all screen-based applications such as Power Point documents and Web sites where using Futura is technically impossible. Arial should be used for paragraph text. Century Gothic: ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz({:�(*&2 Arial: ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz{})*&%$12;
myOptician Signature Elements
myOptician Signature Elements The “Blue Circle” device The myOptician Brand colors, typography, and imagery are the building blocks of a strong visual identity system. The Blue Circle graphic element, based on the graphic style of the “O” from myOptcian Logo, is also a key element of the myOptician design system. This symbol together with “Circle Spots” creates a unique and dynamic look-and-feel system that can be applied across all of the myOptician branded communications. Using this graphic style correctly and consistently will help build a recognizable and powerful brand look-and-feel, creating equity for the myOptician brand.
Circle Spots Circle spots with myOptician primary colors will help to create basic backgrounds and illustartions. They will enhance look and preserve myOptcian visual identity.
myOptician Photography
myOptician Photography Using Photography Imagery used consistently can support the myOptician brand identity. Following photography themes are based on key pillars of the myOptician brand and reflect the myOptician brand personality and style, as well as diverse myOptician customers and partners. Real photographs (not clip art or stock images) should be used whenever possible to convey these themes. When real photographs are not available, stock photography that looks real is acceptable, but should only be used in meaningful ways. The photography should be always full bleed and used together with “Blue Circle” or “Circle Spots” elements.
© 2009 My Optician Inc. Developed by Max Losk